PRNews Measurement Conference
March 1, 2011 Katie Delahaye Paine CEO [email protected] www.kdpaine.com http:/kdpaine.blogs.com Founding Fellow, Society for New Communications Research, www.sncr.org Member, IPR Measurement Commission, www.instituteforpr.org
Making the Most of Your Measurement Dashboard
reception”
The Phases of Engagement
Impressions
Click thrus, Unique visitors, Likes
Repeat Visitors, Twitter
followers, Comment
s
Retweets,
Repeat Comme
nts. Reposts
, Shares, Use of
hashtags,
@message
Registration,
Positive sentiment, NPS
Trial, Purcha
se Advoca
cy
1 2 1.5 2.5 3.5 3 4 5 4.5
0
Social Media = Profit Opportunities Going where the fish are = Greater efficiency: 44 % of junk mail goes to landfills unopened .
Response rates <0.25% now acceptable; on average less than 1 % of all emails is opened & acted upon.
Old Spice, Sodexo, Dell Greater loyalty: Listen for need, respond with help Home Depot, Network Solutions
Greater engagement: Quilted Northern, USO
Better ideas, products Dell Ideastorm, Starbucks, Compare the Market
Prevent brand damage Southwest
Make more money NPR @Acarvin; HSUS, Goodwill, Southwest
Need some help with that
lawn?
Engagement leads to one of three outcomes:
1. Marketing/leads/sales/ 2. Mission/safety/civic
engagement 3. Relationship/reputation/
positioning To fix this Or get to this
Goals drive metrics, metrics drive results
7
Reputation/ Relationships
Relationship scores
Recommendations
Positioning
Engagement
Get the word out
% hearing
% believing
% acting
Sales
Engagement Index
Lower cost per customer
acquisition
Web analytics
Marketing Mix Modeling
Goal
Metrics
Why you need a Kick-Butt Index? Get clarity about what to measure Benchmark against peers and/or
competitors Track activities against KBI over
time Understand the cost of perfection
vs. good enough
8
You become what you measure, so pick your KPI carefully
The Perfect KPI Gets you where you want to go (achieves corporate goals)
Is actionable Continuously improves your processes
Is there when you need it KPIs should be developed for each
major priority/initiative
Trend against competition with KBI
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
2007 2008
KBI by Company
Client Company B Company C Company D Company E Company F
What’s the right measurement tool? If you want to measure
messaging, positioning, themes, sentiment: Content analysis
If you want to measure awareness, perception, preference: Survey research
If you want to measure engagement, action, purchase: Web analytics
7 Steps to an Integrated Dashboard Step 1: Audit existing measurement systems, programs and priorities Step 2: Assessment of priorities & definitions Step 3: In depth survey of all involved in process Step 4: Define a proposed set of KPIs Step 5: Meetings to air differences and achieve consensus Step 6: Design dashboard Step 7: Test, refine and
11
Define Goals Define
Audiences
Define Paramet
ers
Define KPIs
Test & Modify
Publish
Report & Recomm
end
Improving Acme’s positioning in the marketplace and communicating key messages were most important . Bringing in qualified leads was least important.
0% 20% 40% 60% 80% 100%
Improving Acme’s Reputation
Increasing Brand Visibility
Ensuring Consistency in the Brand
Increasing Customer Loyalty
Increasing Customer Satisfaction
Demonstrating Thought-Leadership
Increasing Engagement in the Brand
Increasing Brand Advocacy
Communicating Key Messages
Improving Adobe’s positioning in our Specific Marketplace
6%
11%
0%
0%
11%
6%
6%
6%
72%
72%
78%
78%
78%
83%
83%
83%
89%
89%
How important are each of the following goals and objectives to your department or job function? (Showing Top 10 by Importance.)
Important Unimportant
12
This chart represents the top-two and bottom-two of a 5pt scale, i.e., Important includes “Very Important” and “Important.”
How do you define engagement?
13
0% 5% 10% 15% 20%
Likes
Retweets
Comments
Interaction
Conversation
10%
10%
14%
19%
19%
What Engagement Meant to Respondents
Two-thirds of respondents felt that “soft metrics” are key indicators of success. Marketing Personnel valued soft metrics least
14
0% 20% 40% 60% 80% 100%
Public Relations
Marketing
Support
50%
57%
50%
43%
100%
Do you consider “soft metrics” such as the extent to which you build awareness, engagement and relationship with
customers as key indicators of success?
Yes, 64% No, 36%
Support Includes Respondents that Reported their primary job duties as Customer Support, Support , Global Program Manager supporting Talent Operations, Learning Resources and Technical Support. Public Relations includes respondents that reported that their primary job duties as Public relations . Marketing includes respondents that reported that their primary job duties as Campaign Marketing, Product Marketing, Web Marketing and Brand marketing.
Who or what constitutes your competition? i.e., industry competitor, internal department, etc.
15
0 2 4 6 8
Internal
Industry Competitors
1
2 3
1
3
Unaided Definitions of Competition
Product Marketing Support Public relations
Recommended KPIs
Movement up the engagement scale month by month. Share of negative conversation vs share of desirable conversation over time. % of conversations containing one or more key messages over time. 16
Goal #1: Increased Engagement
KPIs: % increase in Engagement Index (Time on site/repeat
visits/pages per visit) + Conversation Index (ratio of
posts to comments
% increase in membership in Cisco communities
% increase in registrations/requests for information
Metric/Tool Examples
On site web
analytics
Omniture Google
Analytics
Site analytics
Membership &
participation rates
% increase in influence rankings for Cisco bloggers/
Twitterers Twitalyze Influencer
rankings
Goal # 3 Increase pull thru of key messages
KPIs:
% of all conversations containing one or more key
messages
Decline in cost per messages communicated (budget divided
by message appearances)
% increase in awareness and credibility of key messages
Metric/Tool Examples
Qualitative content analysis
Cymfony Radian6
SAS /SMA
Synnovate Qualtrics
Brand survey
% increase in KBI
Goal # 4: Increase leads/sales/market share
KPIs:
% in correlation between social media conversations
and number of qualified leads
% decrease in cost per contact or cost or customer
acquisition
% decrease in cost per qualified lead
Metric/Tool Examples
CRM Salesforce
SAS CI Business analytics
% increase in desirable mentions of key sales drivers Cymfony +
Synnovate
Content analysis +
brand survey
Recommended KBI High visibility mention 1 pts Contains key message 2 pts Contains a quote from a thought leader 3 pts Favorably mentions a product 2 pts Positions Cisco as a leader/thought leader 3 pts
Score Score Score
Favorable (Desirable mention)
Yes 2 Neutral 0 No -2
Positions Cisco as a thought leader
Yes 3 Doesn't contain 0
Positions Cisco as a laggard or positions the competition is the leader
-3
Messaging Contains a key message
2 partially contains 0
Does not contain or miscommunicates key message (neg mess)
-2
Quotes Contains 2 Does not contain
Quotes competitor but not Cisco
-2
Visibility Score
Headline mention 1 average 0 Minor
mention -1 Final score 10 0 -10